Data Precision in Digital Out-of-Home Advertising—A Technical Dive into Narrative's Advanced Solutions

Out-Of-Home (DOOH) strategies have become a crucial asset for achieving impactful, efficient marketing results. Leveraging the advanced data collaboration platform by Narrative, companies can now elevate their DOOH campaigns, merging real-time data management with targeted advertising precision. This post delves into the technical underpinnings and features of Narrative’s offerings that make such advancements possible.

Narrative’s platform uniquely positions it as a pivotal partner in both acquiring and monetizing geolocation data for DOOH advertising. By providing tailored, dynamic data schema options and leveraging its patented Rosetta Stone technology, Narrative enables advertisers to effectively manage data costs while ensuring they target only the most relevant audiences. This high-level advantage forms the foundation for the detailed technical solutions outlined below, each designed to enhance campaign precision and cost efficiency.

Dynamic Schema Creation: A Tailored Data Experience

Narrative’s platform, enhanced by Rosetta Stone technology, empowers advertisers to customize their data schema according to the specific needs of each campaign. This dynamic schema creation allows users to selectively choose data attributes that are most relevant, ensuring both cost efficiency and data relevance. Key attributes include:

  • Mobile Unique Ad ID (MAID) Value and Type: Essential for tracking and identifying devices in various geographies.
  • Event Timestamp, Latitude, Longitude, and Horizontal Accuracy: These attributes provide precise spatial and temporal data, crucial for mapping user movements and behaviors.
  • Country Code and Points of Interest (POI): Geographical and location-based data that enhance targeting based on specific venues or areas, available in various formats like Geojson, WKT, Point Radius, and Bounded Boxes.

Deduplication and Data Precision

To maintain high data quality, Narrative introduces deduplication filtering. This feature allows users to define what constitutes a unique record in their dataset, which could be a single MAID at a unique latitude/longitude point or a more complex combination involving event timestamps. Additionally, users can apply rounding logic to latitude and longitude points, helping reduce noise and improve the relevancy of the data captured.

Enhanced Filtering Capabilities

Narrative’s platform also offers robust filtering options that refine data based on frequency, dwell time, and time of day. Importantly, these filters can be adjusted anytime, allowing advertisers to respond dynamically to the effectiveness of their campaigns without being locked into a static data feed:

  • Frequency Filtering: This tool helps manage the visibility of a MAID over a specified period, filtering out data that does not meet predefined activity thresholds, such as minimum or maximum appearances of a MAID.
  • Dwell Time: Advertisers can set thresholds for how long a MAID must be at a location to be considered in the output, vital for analyzing foot traffic in retail environments.
  • Time of Day and Frequency of Visits: These filters allow campaigns to target MAIDs based on the time they appear and how often they visit a location, distinguishing between regular and occasional visitors.

Technical Implementation and Benefits

The integration of these features into a DOOH campaign involves setting up a master service agreement (MSA) with Narrative, which then provides access to a rich pool of data from over 70 providers. Rosetta Stone’s automated normalization processes coalesce each provider’s data into the same format, presenting the consumer with a unified data feed as though it were coming from a single source. This streamlined approach simplifies vendor management, reduces reliance on any single vendor, and enhances overall campaign agility.

Narrative's advanced data collaboration platform not only simplifies the complexity inherent in DOOH advertising but also enhances the effectiveness of campaigns through precise, tailored data strategies. By implementing these technical features, advertisers can optimize their outreach, achieve significant cost savings, and ultimately, drive better engagement and higher impact in their marketing efforts.

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